Co-creation of value at the bottom of the pyramid: Analysing Bangladeshi farmers' use of mobile telephony

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• 作者：Bidit Lal Dey^a ; ^{bidit.dey@brunel.ac.uk" class="auth_mail" title="E-mail the corresponding author} ; ^{bdey01@qub.ac.uk" class="auth_mail" title="E-mail the corresponding author} ; Ameet Pandit^b ; Mike Saren^c ; Sanjay Bhowmick^d ; Helen Woodruffe-Burton^d
• 关键词：Value co-creation ; BoP marketing ; Consumer dominant logic ; Mobile telephony ; Ethnography
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2016
• 出版时间：March 2016
• 年：2016
• 卷：29
• 期：Complete
• 页码：40-48
• 全文大小：355 K

文摘

Existing literature offers scant evidence of how BoP (bottom of the pyramid) consumers with limited product knowledge and interaction with product designers and marketers can co-create value. The current paper addresses this issue by analysing Bangladeshi farmers' use of mobile telephony. The findings suggest the value-in-use is facilitated or inhibited by product features, socio-economic practices, individuals' capabilities and the appropriation of mobile telephony. The paper demonstrates how BoP customers can co-create value with or without direct support from marketers and offers a theoretical framework for the co-creation of value and contributes to the current understanding of BoP market dynamics.